U.S. patent application number 11/398046 was filed with the patent office on 2007-10-11 for waypoint adjustment and advertisement for flexible routing.
This patent application is currently assigned to Microsoft Corporation. Invention is credited to Matthew Cheung.
Application Number | 20070239348 11/398046 |
Document ID | / |
Family ID | 38576478 |
Filed Date | 2007-10-11 |
United States Patent
Application |
20070239348 |
Kind Code |
A1 |
Cheung; Matthew |
October 11, 2007 |
Waypoint adjustment and advertisement for flexible routing
Abstract
A unique routing system and method that facilitates adjusting
waypoint locations to optimize a cost function and presenting more
relevant contextual advertisements based in part on the waypoint
locations. The system and method involve examining waypoint
locations including a start, end, and any in-between waypoint to
determine whether they are reachable or routable according to the
preferred mode of transportation. Adjustments can be made to one or
more of the waypoint locations in order to accommodate this mode of
transportation in view of a given cost function. Adjustments can be
made that optimize the cost function to minimize overall costs.
Multi-modal routing can be initiated as well to configure a route
using the selected or adjusted waypoints and multiple modes of
transportation in order to optimize the cost function. Adjustments
and the selection of contextual advertisements can be based on user
intention and several other route related factors.
Inventors: |
Cheung; Matthew; (Redmond,
WA) |
Correspondence
Address: |
AMIN. TUROCY & CALVIN, LLP
24TH FLOOR, NATIONAL CITY CENTER
1900 EAST NINTH STREET
CLEVELAND
OH
44114
US
|
Assignee: |
Microsoft Corporation
Redmond
WA
|
Family ID: |
38576478 |
Appl. No.: |
11/398046 |
Filed: |
April 5, 2006 |
Current U.S.
Class: |
701/467 |
Current CPC
Class: |
G01C 21/343 20130101;
G01C 21/3423 20130101; G01C 21/3697 20130101 |
Class at
Publication: |
701/200 |
International
Class: |
G01C 21/00 20060101
G01C021/00 |
Claims
1. A system that facilitates configuring a most reasonable and
cost-effective travel route comprising: a route generation
component that receives selected waypoint locations; and a waypoint
adjustment component that determines whether it is more
cost-effective to adjust any of the selected waypoint locations
based at least in part upon optimizing a cost function to minimize
overall travel costs.
2. The system of claim 1, wherein the waypoint locations comprise a
start waypoint, an end waypoint, and one or more waypoints in
between the start and the end waypoints.
3. The system of claim 1, wherein the route generation component
determines whether the selected waypoint locations are reachable
based on a desired mode of transportation and other weighted
factors.
4. The system of claim 1, wherein the cost function is a weighted
function of at least one of the following: time, fuel, equipment
cost, distance, and other expenses associated with travel.
5. The system of claim 1, wherein the waypoint adjustment component
determines whether to adjust one or more selected waypoint
locations based in part on the desired mode of transportation and
adjusts one or more waypoint locations accordingly.
6. The system of claim 5 further comprises a multi-modal route
generation module that configures a multi-modal route using one of
the selected or adjusted waypoint locations that optimizes the cost
function while utilizing at least two modes of transportation.
7. The system of claim 1, wherein the waypoint adjustment component
evaluates user intention according to at least one of the
following: distance between waypoint locations, time, fuel
consumption, and businesses located within a selected distance from
a selected waypoint location--when determining cost-effective
adjustments to the waypoint locations.
8. The system of claim 1 further comprises an inference component
that infers user preferences based on previous waypoint selections
in order to facilitate desirable route configuration.
9. The system of claim 1 further comprises a contextual
advertisement presentation component that selects and presents one
or more contextual advertisements based at least in part on one of
the following: user intention, interest profile, route, route type,
purpose for route, distance between waypoint locations, adjusted
waypoint locations, mode of transportation, wait times, and
locality where waiting or stopping.
10. The system of claim 9, wherein the one or more contextual
advertisements are selected to facilitate optimizing the cost
function.
11. A method that facilitates configuring a most reasonable and
cost-effective travel route comprising: receiving selected waypoint
locations; and determining whether it is more cost-effective to
adjust any of the selected waypoint locations based at least in
part upon optimizing a cost function to minimize overall travel
costs.
12. The method of claim 11 further comprises adjusting one or more
selected waypoint locations based in part on at least one of the
following: user intention, mode of transportation, time, fuel
consumption, and user preferences.
13. The method of claim 11 further comprises inferring user
preferences based on previous route or waypoint location
selections.
14. The method of claim 11 further comprises determining whether
the selected waypoint locations are reachable by a desired mode of
transportation; and adjusting one or more of the waypoint locations
to accommodate the desired mode of transportation given the cost
function.
15. The method of claim 14 further comprises initiating multi-modal
routing after adjusting the one or more waypoint locations in order
to further optimize the cost function and minimize overall
costs.
16. The method of claim 11 further comprises selecting and
presenting one or more contextual advertisements based at least in
part on at least one of the following: waypoint location, adjust
waypoint location, user intentions, interest profile, route, route
type, wait times, mode of transportation, and distance between
waypoint locations.
17. The method of claim 16, wherein the mode of transportation
comprises motorized vehicle, bicycle, train, car, airplane,
helicopter, bus, boat, ship, and foot.
18. The method of claim 11, wherein the cost function comprises a
weighted function that is customizable.
19. A system that facilitates configuring a most reasonable and
cost-effective travel route comprising: means for receiving
selected waypoint locations; and means for determining whether it
is more cost-effective to adjust any of the selected waypoint
locations based at least in part upon optimizing a cost function to
minimize overall travel costs.
20. The system of claim 19 further comprises means for selecting
and presenting one or more contextual advertisements based at least
in part on at least one of the following: waypoint location, adjust
waypoint location, user intentions, route, route type, wait times,
mode of transportation, and distance between waypoint locations.
Description
BACKGROUND
[0001] From onboard navigation systems to online navigation and
mapping websites, users have virtually unlimited resources when it
comes to obtaining driving directions. For example, in their
personal vehicle, they can be given turn-by-turn directions to a
selected destination and can be provided with a map display of
their current location as they proceed along. For those who plan
ahead, directions can be obtained and trips can be planned from the
Internet or other computer program according to selected start and
end points. Despite the many conveniences that both of these
conventional techniques provide, they tend to be more problematic
and restrictive in use. For instance, such conventional systems
rely on and in most cases require address input in order to
determine a reasonable set of driving directions. Otherwise, the
midpoint of the end destination or beginning point is used. So if a
user selects Los Angeles, Calif. as the end destination,
conventional systems provide directions to about the midpoint of
the city, which is probably not useful considering the size of the
city.
[0002] Furthermore, conventional routing systems tend to assume
that the user can travel from start to finish using the same means
of transportation which in some cases may not be true. Oftentimes,
these systems also fail to account for travel delays such as road
construction or traffic volumes and rather focus only on the
route.
SUMMARY
[0003] The following presents a simplified summary in order to
provide a basic understanding of some aspects of the systems and/or
methods discussed herein. This summary is not an extensive overview
of the systems and/or methods discussed herein. It is not intended
to identify key/critical elements or to delineate the scope of such
systems and/or methods. Its sole purpose is to present some
concepts in a simplified form as a prelude to the more detailed
description that is presented later.
[0004] The subject application relates to a system(s) and
methodology that facilitate providing a more reasonable route given
arbitrarily selected waypoints such as a start, end, and any other
points in between. In addition, the systems and methods facilitate
serving more relevant contextual advertisements based at least in
part on the suggested or selected route. More specifically, the
system can generate a route based on start, end, and in-between
waypoints that have been arbitrarily selected. That is, unlike
conventional routing systems, specific addresses need not be given.
Rather, a city or street can be entered or an area on a map-based
image can be selected, and the system can determine the most
reasonable route to arrive at such waypoints. When any selected
points of the route cannot be readily reached by the desired mode
of transportation, the system can analyze several factors such as
user intentions, selected preferences, overall route length, local
logistics conditions, timing (e.g., delay or wait times), and any
other travel-related expenses to optimize a cost function and
minimize overall costs.
[0005] Based on the computation(s), the route can be automatically
adjusted accordingly in order to direct the user to the closest
possible point to the destination--particularly when the selected
end or waypoint is not reachable by the selected transport mode.
This can be accomplished in part by inferring user intent based on
other information gathered from underlying networks or databases.
For example, a user may have selected an area to stop that is very
close to an enormous shopping mall. Using various inference
schemes, it can be inferred that the user intends to go to the mall
to eat and shop before continuing on with the trip. Instead of
ending the route in a general area selected by the user or even on
the main street leading to the mall, the subject system can adjust
this waypoint and lead the user to a free parking garage attached
to the shopping mall. Thus, the user is guided to a more realistic
and more reasonable destination rather than to a street
intersection nearby.
[0006] In some cases, it may be determined that the destination
cannot be reached or the route cannot be generated based on the
selected waypoints in view of the desired mode of transportation.
For instance, the user may have selected an end waypoint in the
middle of a park. However, this area of the park is only accessible
by foot. In these cases, multi-modal routing can be initiated to
determine a route that employs multiple modes of transportation and
keeps costs to a minimum. As a result, the multi-modal route may
direct the user in his car through the entrance and to a parking
lot. From there, the directions can guide the user to his desired
waypoint by foot.
[0007] Determining user intent can also improve the quality and/or
relevancy of contextual advertisements served to users according to
their planned routes. For example, the system can find various
entities such as parks, businesses, and landmarks near, next to, or
within a set distance from a user's selected waypoint (e.g.,
endpoint). One or more advertisements for such places could then be
served to the user. Additional factors such as mode of
transportation, wait times, and fuel consumption can also be
considered when selecting the advertisements. For example, if the
route ends at a shopping mall parking garage, then it can be
inferred that the user intends to enter the mall to shop and/or
eat. Contextual advertisements valid during the expected time frame
of the user's visit for mall businesses relating to sales, food
coupons, discounts, and the like can be served to the user. This
may be helpful for travelers who plan in advance. In addition, it
can be useful to those who experience unexpected delay times or
extended wait times and have access to the routing system (e.g.,
via an Internet connection). Furthermore, an interest profile for
the user can also be created wherein user preferences for places,
fields of interests, and the like can be stored and subsequently
referenced to better serve more relevant advertisements to the
user. In particular, the interest profile can be built according to
information obtained explicitly from the user as well as implicitly
based on the user's selected waypoints, advertisement selection, or
previous endpoints.
[0008] To the accomplishment of the foregoing and related ends,
certain illustrative aspects of the invention are described herein
in connection with the following description and the annexed
drawings. These aspects are indicative, however, of but a few of
the various ways in which the principles of the invention may be
employed and the subject invention is intended to include all such
aspects and their equivalents. Other advantages and novel features
of the invention may become apparent from the following detailed
description of the invention when considered in conjunction with
the drawings.
BRIEF DESCRIPTION OF THE DRAWINGS
[0009] FIG. 1 is a block diagram of a routing system that
facilitates adjusting waypoints to generate a more reasonable route
and serving more relevant contextual advertisements based on that
route.
[0010] FIG. 2 is a block diagram of a routing system that
facilitates adjusting waypoints to generate a more reasonable route
in part by analyzing user state and inferring user intentions.
[0011] FIG. 3 is a block diagram of a routing system that
facilitates determining a route which optimizes a cost
function.
[0012] FIG. 4 is an exemplary user interface of a route generated
by the routing system of FIGS. 1 and/or 2 and multiple contextual
advertisements that are relevant to the selected route.
[0013] FIG. 5 is a block diagram of a routing system that provides
a newly adjusted route based on a current user state and an
existing route.
[0014] FIG. 6 is a block diagram of a routing system that
facilitates serving more relevant contextual advertisements that
minimize costs and that are based on the selected route or current
route.
[0015] FIG. 7 is a flow diagram illustrating an exemplary routing
methodology that facilitates adjusting waypoints to generate a more
reasonable route and serving more relevant contextual
advertisements based on that route.
[0016] FIG. 8 is a flow diagram illustrating an exemplary routing
methodology that facilitates determining a route which optimizes a
cost function.
[0017] FIG. 9 is a flow diagram illustrating an exemplary routing
methodology that facilitates updating a selection of contextual
advertisements based on the current or newly adjusted route in
order to minimize overall costs.
[0018] FIG. 10 illustrates an exemplary environment for
implementing various aspects of the invention.
DETAILED DESCRIPTION
[0019] The subject systems and/or methods are now described with
reference to the drawings, wherein like reference numerals are used
to refer to like elements throughout. In the following description,
for purposes of explanation, numerous specific details are set
forth in order to provide a thorough understanding of the systems
and/or methods. It may be evident, however, that the subject
systems and/or methods may be practiced without these specific
details. In other instances, well-known structures and devices are
shown in block diagram form in order to facilitate describing
them.
[0020] As used herein, the terms "component" and "system" are
intended to refer to a computer-related entity, either hardware, a
combination of hardware and software, software, or software in
execution. For example, a component may be, but is not limited to
being, a process running on a processor, a processor, an object, an
executable, a thread of execution, a program, and a computer. By
way of illustration, both an application running on a server and
the server can be a component. One or more components may reside
within a process and/or thread of execution and a component may be
localized on one computer and/or distributed between two or more
computers.
[0021] The subject systems and/or methods can incorporate various
inference schemes and/or techniques in connection with route
generation and presentation of the most relevant contextual
advertisements for a given user. For example, the systems and
methods can analyze previous advertisements selected by the user
and infer which types or kinds of establishments the user prefers
to patronize. Based on these inferences, the system, for instance,
can select more appropriate accommodations, restaurants, parking
areas, shopping areas, types of stores, etc. to present to the
user. In practice, the user may be repeatedly shown advertisements
for store coupons at a well-known discount chain store along with
locally owned convenient stores. Given at least these two options,
the user consistently selects the locally owned convenient store.
Thus, the system can infer that the user prefers the locally owned
store over the large discount chain option and modify the
advertisement selections accordingly.
[0022] Similar inferences can be drawn from routes selected by the
user. For example, the user may consistently request the system to
re-route her travel to avoid certain highways, tunnels, or bridges.
The system can learn from this and infer that the user most likely
is willing to travel perhaps additional miles and/or extend the
length of her trip to avoid similar highways, tunnels, or bridges
and adjust the routing of additional trips accordingly. For the
user who typically flies, she may prefer to avoid stops in
Chicago's O'Hare Airport during the winter due to consistent delays
and weather issues. The system can also examine previous flights
selected by the user based on when they were made and look for
behavioral patterns according to time periods or seasons. Thus, the
system could infer that the user will not want to fly through
Chicago, Minneapolis, and/or Cleveland (e.g., major cities near
Chicago that also experience snowy weather) during at least
November through February and will have to choose another city with
a major airport that she can connect through from the east coast to
the west coat or vice versa or for international travel. By
analyzing the user's behavior in route or advertisement selection,
the system can perform more efficiently and effectively for the
user and mitigate user frustration as well.
[0023] As used herein, the term "inference" refers generally to the
process of reasoning about or inferring states of the system,
environment, and/or user from a set of observations as captured via
events and/or data. Inference can be employed to identify a
specific context or action, or can generate a probability
distribution over states, for example. The inference can be
probabilistic--that is, the computation of a probability
distribution over states of interest based on a consideration of
data and events. Inference can also refer to techniques employed
for composing higher-level events from a set of events and/or data.
Such inference results in the construction of new events or actions
from a set of observed events and/or stored event data, whether or
not the events are correlated in close temporal proximity, and
whether the events and data come from one or several event and data
sources.
[0024] Referring now to FIG. 1, there is a general block diagram of
a waypoint adjustment system 100 that facilitates optimizing
routing suggestions in accordance with a cost function as well
offering more relevant advertisements based on the suggested or
selected route. The system 100 includes a route generation
component 110 that can determine whether one or more routes based
on arbitrarily chosen waypoints can be generated. Waypoints can
include a starting point, ending point, and/or any other points in
between. They can be chosen in an arbitrary manner unlike
conventional routing systems. This means that the user can simply
select a point on a map or image whether it is a street location,
an island, a body of water, a building or airport, or a park
without needing to know an address, a street name, or any other
schema specific location identifiers. The system's 100 underlying
data networks (not shown) can identify the selected location and
transform it into coordinates understood by the respective system
or related components.
[0025] If the route generation component 110 determines that a
route using the user's desired mode of travel cannot be generated,
the selected waypoints can be communicated to a route adjustment
component 120 that examines the waypoints based on the desired mode
of travel (e.g., car, train, bus, plane, etc.) and estimated costs.
The costs are based on a weighted function of time, fuel, equipment
cost, and other travel related expenses such as parking, toll fees,
lodging, food, and the like. When adjusting the route, the cost
function should be optimized in order to minimize overall costs of
the trip.
[0026] To determine how to adjust the selected waypoints, the
waypoint adjustment component 120 can reference the underlying data
networks to obtain further information about the selected waypoints
and/or to obtain information regarding other areas, attractions,
businesses, or locations near one or more of the selected
waypoints. For example, the adjustment component 120 can look up
information about at least one of the selected waypoints to
determine if it has special attributes and then estimate the user's
intentions with respect to the selected waypoint. In practice, for
instance, imagine that user has selected to stop at a waypoint 250
miles into the trip, but the selected waypoint location is actually
in the middle of the highway. The adjustment component 120 can
evaluate the surrounding areas closest to this waypoint and find 2
rest stops: the first one only has a single gas station and may be
located about 25 miles back from the `250 mile marker`; while the
second one is a larger complex with 3 gas stations, a few
restaurants, 2 motels, and a convenient store that is located about
30 miles further down from the `250 mile marker`. Instead of
routing the user to the original waypoint, the adjustment component
120 can infer from the original waypoint selection that the user's
intention was most likely to stop for gas, restroom use, and
food.
[0027] In order to determine which option to choose for this
particular user, the adjustment component 120 can analyze the 2
options based on the weighted cost function and select the option
that minimizes the overall costs for the user. If the first option
were chosen, then the user could stop for gas earlier but then
would inevitably need to stop again for food, drinks, etc. which
would require additional time. The gas prices at the larger complex
may also be less as well since there is more than one station
competing for business. The second option provides more flexibility
for the user depending on the user's circumstances when the rest
stop is reached--such as time of day or specific needs that may
arise. For example, if the user begins driving at night, he may
decide to spend the night before continuing on and the second rest
stop includes lodging accommodations. In addition, if the user
wasn't feeling well or wanted to have other snack food in the car,
he could buy any of these items from the convenient store. Thus,
the second rest stop option minimizes the overall costs for the
user. The waypoint adjustment component 120 can adjust the original
waypoint selection to the rest stop location located at about 280
miles into the trip and present the final (adjusted) route to the
user as appropriate.
[0028] It should be appreciated that the system can also consider
other types of transportation when evaluating the selected
waypoints to determine whether the cost function is optimized.
Based on its calculations, the system or waypoint adjustment
component 120 can determine whether more than one mode of travel
would minimize costs. If this is in fact the case, multi-modal
routing can be activated and combined with the best adjusted route
found by the waypoint adjustment component 120. Recall that
multi-modal routing involves multiple modes of transportation to
travel to a final destination. This may be particularly useful when
destinations cannot be reached by the same mode of transportation
based on physical or geographic obstacles such as land
restrictions, mountains, or water or when using more than one mode
of transportation reduces the overall costs of the trip. Examples
of different modes of transportation include but are not limited to
car, train, commercial plane, commuter plane or helicopter, foot,
bicycle, boat, or ferry.
[0029] The final route can be communicated to a contextual
advertisement presentation component 130 that can select one or
more advertisements which are most relevant to the user and to the
current route from a database of advertisements. Selection of the
advertisements can be based on the user's mode(s) of
transportation, estimated wait times at "in-between" waypoints,
length of the overall route, travel time, and user intentions as
previously determined. Presenting more relevant contextual
advertisements given user attentiveness to advertisements presented
in this manner and available screen space limitations increases the
likelihood that the user will be more receptive to them and
advertisers are more likely to find the value in these types of
advertisements and obtain higher revenues as a result.
[0030] Referring to the user example above, advertisements for some
of the businesses located at the selected rest stop (adjusted
waypoint) can be presented to the user such as restaurant specials
or coupons and a sale at the convenient store that is effective now
through the next month. If the route suggested or indicated that
the user would need or desire lodging for at least one night, then
motel accommodations and current rates could be presented to the
user. If the user's route goes by an outlet shopping mall and based
on other route and travel details, it appears that the user would
be interested in shopping malls, the advertisement presentation
component 130 can select an advertisement and discount coupons for
the outlet shopping mall since the user will be driving passed
it.
[0031] Furthermore, advertisements can be selected based on the
predominant mode of transportation. For example, if the user will
be traveling by foot for a particular portion of the route,
businesses located along that path can be given more weight and
thus selected for presentation. Additionally, when scheduled wait
times are significant, businesses in the vicinity of the wait area
can be given more weight as well and selected for presentation
since it more likely that the user will take advantage of their
"waiting" time and patronize nearby businesses.
[0032] The selected advertisements can be presented together with
the route or separate from the route based on user or system
preferences. In addition, they can be presented where relevant
along the route if the user is viewing the route and/or driving
instructions in a turn-by-turn view or other similar view.
[0033] Turning now to FIG. 2, there is a block diagram of a routing
system 200 that facilitates adjusting waypoints to generate a more
reasonable route in part by analyzing user state and inferring user
intentions. Similar to the system 100, the system 200 can receive
the waypoint selection input and determine whether a route can be
configured based on such input (using the route generation
component 110). This determination can be made based in part on
information obtained from one or more databases 205 associated with
any underlying data networks.
[0034] If the waypoint locations are reachable using the desired
means of transportation, the selected waypoint input can be
analyzed together with any available user information or preference
data to determine the user's state or intentions the user may have
for the waypoints or for the trip as a whole--via an analysis
component 210. In addition, an inference component 220 can be
employed to provide further insight into the user's state or
intentions. For example, the user's previous routes, previous
and/or current selected waypoint locations, indicated preferences,
mode of transportation, and length of trip (including distance
traveled) can be considered when determining the user's current
intentions or current state. The analysis of the user's state along
with the current waypoint selections can be communicated to a
multi-modal generation module 230 and/or to an adjustment component
120. The multi-modal generation module 230 can process the given
data and configure a multi-modal route that satisfies the user's
preferences or other conditions such as staying within a specified
budget or cost range for specific or all parts of the trip.
[0035] The adjustment component 120 can determine whether it would
be more cost-effective to adjust any of the selected waypoint
locations based on the user state analysis as well as on the
selected waypoint locations. In some cases, the original route can
be adjusted to bring the user as close as possible to the desired
waypoint. For example, the original route may end the user's route
on a busy main road often times without even a street number.
Regardless, it can be difficult for a user to find his precise end
location particularly if he is not familiar with the area even when
given a complete street address.
[0036] Suppose the user's state analysis suggests or guesses that
the user is probably headed to a well-known indoor/outdoor
adventure center located off that particular street that offers
rock climbing, batting cages, miniature golf, putting greens,
go-cart track, a race track, and the best hot dogs in town. This
may be surmised from the user's profile information, previous trips
taken, previous adjusted waypoint selections, and/or websites he
was recently surfing or searching. Instead of ending the user's
trip on the busy main street, the adjustment component 120 can
determine that the adventure center is the true destination and
adjust the end waypoint accordingly. For example, the adjustment
component 120 can guide the user down a small street off the main
street to a parking garage connected to the adventure center. In
addition, garage parking may be free on certain days such as the
user's scheduled arrival day so an appropriate advertisement can be
presented to the user to make him aware it. Thus, the user is
brought closer to his desired end waypoint by way of the adjustment
component 120 while not incurring any unwanted or additional
costs.
[0037] Multiple routes and types of routes can be generated and
presented for the user's selection. For example, imagine that for a
given set of waypoints, a multi-modal route and an adjusted route
are both created and presented to the user for selection. Both
routes effectively minimize all costs with consideration of the
user's preferences and/or indicated routing and timing conditions.
The two routes may be within a few dollars of each other in terms
of monetary cost and within 30 minutes in terms of a time cost.
However, the cost difference between the two routes can be within
the user's allotted ranges and thus be acceptable for user
consideration. It should be appreciated that these ranges can be
modified at any time as desired or needed.
[0038] As shown in FIG. 3, the user can request a more detailed
comparison of the available suggested routes. A comparison
component 310 can compare the suggested routes in terms of the
weighted cost function as well as other weighted factors that the
user can include such as time of day for travel, tourist
attractions along the route or near designated "in-between"
waypoints, and the like. The comparison component 130 allows the
user to fine tune the weighted cost function by permitting the user
to further narrow preferences or to modify the weights of various
factors considered in the cost function. For example, the user may
have given fuel consumption and wait time nearly equal weights in
the initial cost function. At this comparison stage, however, the
user can choose to place more weight on wait time rather than on
fuel consumption--meaning that when choosing between at least two
similar routes in terms of overall costs, the user would rather
consume more fuel than wait a longer time. Finally, a presentation
component 320 can present the selected route to the user.
[0039] In the alternative, the comparison can be performed without
the user's explicit knowledge of the available routes and the route
which has the lowest overall costs in terms of the weighted cost
function can be automatically selected and then presented to the
user. That is, the user can choose to receive the most optimized
route rather than be shown multiple routing options.
[0040] Turning now to FIG. 4, there is an exemplary user interface
400 that includes the presentation of a sample route that can be
generated by the routing system(s) of FIGS. 1 and/or 2 and of
multiple contextual advertisements that are relevant to the
selected route and the user. As pictured, the user interface 400
includes a high level or over view map display 410 of the entire
route 420 from Redmond, Wash. to Whidbey Island, Wash. (e.g., no
other destination information given by the user). Also shown are
the driving directions 430 for this particular trip. Though not
depicted in the figure, the driving directions 430 can include
in-between waypoints or stops along the route. Here, the directions
include a ferry ride as part of the route, thus indicating that
multi-modal routing was employed to configure the most optimum and
cost-effective route based on the user's desired mode of
transportation (e.g., car) for this particular trip. Notice that
the end destination has been adjusted to the visitor center on
Whidbey Island since no other destination information was provided
by the user. In this case, the visitor center may be the most
common or frequent stop by travelers arriving on the island or it
may be the location closest to the user when driving before
reaching any other businesses.
[0041] Based at least in part on the route and weighted cost
function, one or more contextual advertisements are presented to
the user in a static or cyclical manner (if they do not all fit on
the screen). Here, the advertisements relate to special parking lot
rates should the user decide to park his car while waiting for the
ferry (440), lodging accommodations on the island (450), and rest
stop advertisements for a rest stop along the drivable portion of
the route (460). The advertisements can be selected based not only
on content as it relates to the user's route, in-between waypoints,
and wait times, but also to provide options to the user that may
lower expenses with respect to food, gas, toiletries, lodging,
local attractions, etc. Thus, the advertisements presented to the
user are more tailored to the user's own preferences and cost
function weights. Therefore, the same advertisements may not be
relevant to two different users who happen to be traveling the same
route (separately from one another) at about the same time.
[0042] Referring now to FIG. 5, there is a block diagram of a
routing system 500 that provides a newly adjusted route based on a
current user state and an existing route such as after the user has
begun traveling. The system 500 includes a location component 510
such as a GPS (global positioning satellite) system that assesses
the user's current position in terms of location and direction
(e.g., I-90 westbound). The location component 510 communicates the
user's current position and/or state to the adjustment component
120. The adjustment component 120 can analyze the user's current
position and/or state along with the original (selected) route and
determine how to further adjust the route to assist the user with
reaching the next destination. This system 500 can be useful when
unanticipated roadway detours occur or when the user spontaneously
decides to take a "side trip" off of the designated route; but at
some later point in time, wants to resume his trip from his current
location. Again the adjustment component 120 can utilize underlying
data networks or databases to adjust the route in the most
efficient and cost-effective manner.
[0043] Turning to FIG. 6, there is a block diagram of an
advertisement sub-system 600 portion of a routing system that
facilitates serving more relevant contextual advertisements in
order to minimize travel costs and enhance the travel experience. A
selected route and any related route information such as wait
times, in-between waypoint locations, and user intentions and
explicit preferences for the particular route or trip can be
provided to a contextual advertisement selection module 610. The
selection module 610 can evaluate the information and retrieve the
most appropriate advertisements from an advertisement database 620
based on particular factors such as mode of transportation, route
type, route purpose (e.g., business or pleasure), budget or cost
allowances, waypoint locations, distance between waypoint
locations, wait times, and estimated arrival times to the
locations, for example. Additional factors may be included as well
and should be not excluded from consideration.
[0044] Once the suitable advertisements are selected, they can be
presented to the user by an advertisement presentation component
130. The advertisements can be stored along with the corresponding
route or can change dynamically depending on update requests and
the online status of the user. Furthermore, they can be viewed and
updated in a live manner as the user is en route.
[0045] In terms of the format, they can be displayed in a scrolling
or cyclical format, all at once, individually, or in groups of
related advertisements (e.g., lodging ads shown together, food
advertisements shown together, etc.), or can be shown where
relevant with respect to a particular portion of the route. For
example, advertisements for local shops and restaurants can be more
appropriate for a waypoint stop with a longer wait time (e.g., 4
hour wait between plane landing/arrival and boarding cruise ship)
than one with relatively no wait time (e.g., fuel stop). Some
advertisements can be location specific as well. Suppose a user is
traveling by train from Portland, Oreg. to San Diego, Calif. and
stops in San Francisco along the way for a train change. An
advertisement for a restaurant local to San Diego, Calif. can
appear to be irrelevant or far less relevant to the user if it is
presented in the context of the San Francisco stop and the user may
forget about it by the time he reaches San Diego.
[0046] In addition to the particular travel data associated with a
current route such as the selected waypoints, other implicit data
can be employed to determine which advertisements are better suited
for each unique user. The implicit data can be based on previously
selected waypoints, previously selected advertisements, and/or
known user preferences or interests (e.g., electronics, water
landmarks, etc.). Such data can be used to build an interest
profile for the user which can be referenced when determining which
advertisements to present to the user. For example, imagine that
Sherry has a planned route ending at a large electronics outlet.
This information can be stored in her interest profile. During the
planning of a subsequent trip, a system or component thereof
determines that a similar electronics store is located near her
selected waypoint. The selection module 610 can infer that she has
an interest in electronics based on her interest profile and as a
result, can select an advertisement for the electronics store.
[0047] Various methodologies will now be described via a series of
acts. It is to be understood and appreciated that the subject
system and/or methodology is not limited by the order of acts, as
some acts may, in accordance with the subject application, occur in
different orders and/or concurrently with other acts from that
shown and described herein. For example, those skilled in the art
will understand and appreciate that a methodology could
alternatively be represented as a series of interrelated states or
events, such as in a state diagram. Moreover, not all illustrated
acts may be required to implement a methodology in accordance with
the subject application.
[0048] Referring now to FIG. 7, there is a flow diagram of an
exemplary routing methodology 700 that facilitates adjusting
waypoints to generate a more reasonable route and serving more
relevant contextual advertisements based on that route. The method
700 involves receiving one or more selected arbitrary waypoint
locations at 710. At 720, the method 700 can determine whether to
adjust any of the selected waypoint locations based on a weighted
cost function. That is, if making any adjustments minimizes overall
travel costs and optimizes the cost function, then one or more
selected waypoint locations can be adjusted accordingly at 730. At
740, one or more contextual advertisements can be selected and
presented to the user based at least in part on the final (adjusted
route).
[0049] These contextual advertisements can be more relevant to the
user compared to traditional contextual advertisement delivery
systems because much of the information used to determine whether
to adjust any of the waypoint selections can also be used with
respect to contextual advertisement selection. For example, user
intention information can be analyzed to determine whether
adjustments are appropriate or needed. This information can also be
utilized by the contextual advertisement selection component to
determine which advertisements are the most relevant to the
user.
[0050] Turning to FIG. 8, there is a flow diagram illustrating an
exemplary routing methodology 800 that facilitates determining a
route which optimizes a cost function. The method 800 involves
adjusting one or more waypoint locations of a route to optimize a
weighted cost function in order to minimize overall costs at 810.
At 820, a multi-modal route can be generated for the same waypoint
locations to optimize the weighted cost function. At 830, the
weighted cost function can be fine tuned (modified) to compare the
two routes to determine which is the most preferred by the
user--based on the fine tuned cost function. Though not depicted in
the flow diagram, contextual advertisements can be presented
according to the "final" route as well as user intentions.
[0051] Referring now to FIG. 9, there is a flow diagram
illustrating an exemplary routing method 900 that facilitates
updating the selection of contextual advertisements based on the
user's current state or route in order to continue to minimize
costs and travel expenses. When the user has taken a voluntary or
involuntary detour from the planned route and desires to resume the
route, the method 900 can analyze the current state of the user
including the current location at 910 such as via GPS system
(assuming that it is available and in use). At 920, the planned
route can be adjusted according to the user's current state and
location and cost function. At 930, the user can be presented with
a modified selection of contextual advertisements (such as on an
in-car or mobile computing device).
[0052] Moreover, the systems and methods as described herein can
operate in a variety of computing environments and on various
computing devices--both mobile and non-mobile. For example, the
routing system and method can be accessed on a PDA, laptop,
desktop, smartphone, or any other personal or handheld computing
device. In addition, it can be employed in a dashboard or in-car
computer and display unit.
[0053] In order to provide additional context for various aspects
of the subject invention, FIG. 10 and the following discussion are
intended to provide a brief, general description of a suitable
operating environment 1010 in which various aspects of the subject
invention may be implemented. While the invention is described in
the general context of computer-executable instructions, such as
program modules, executed by one or more computers or other
devices, those skilled in the art will recognize that the invention
can also be implemented in combination with other program modules
and/or as a combination of hardware and software.
[0054] Generally, however, program modules include routines,
programs, objects, components, data structures, etc. that perform
particular tasks or implement particular data types. The operating
environment 1010 is only one example of a suitable operating
environment and is not intended to suggest any limitation as to the
scope of use or functionality of the invention. Other well known
computer systems, environments, and/or configurations that may be
suitable for use with the invention include but are not limited to,
personal computers, hand-held or laptop devices, multiprocessor
systems, microprocessor-based systems, programmable consumer
electronics, network PCs, minicomputers, mainframe computers,
distributed computing environments that include the above systems
or devices, and the like.
[0055] With reference to FIG. 10, an exemplary environment 1010 for
implementing various aspects of the invention includes a computer
1012. The computer 1012 includes a processing unit 1014, a system
memory 1016, and a system bus 1018. The system bus 1018 couples
system components including, but not limited to, the system memory
1016 to the processing unit 1014. The processing unit 1014 can be
any of various available processors. Dual microprocessors and other
multiprocessor architectures also can be employed as the processing
unit 1014.
[0056] The system bus 1018 can be any of several types of bus
structure(s) including the memory bus or memory controller, a
peripheral bus or external bus, and/or a local bus using any
variety of available bus architectures including, but not limited
to, 11-bit bus, Industrial Standard Architecture (ISA),
Micro-Channel Architecture (MCA), Extended ISA (EISA), Intelligent
Drive Electronics (IDE), VESA Local Bus (VLB), Peripheral Component
Interconnect (PCI), Universal Serial Bus (USB), Advanced Graphics
Port (AGP), Personal Computer Memory Card International Association
bus (PCMCIA), and Small Computer Systems Interface (SCSI).
[0057] The system memory 1016 includes volatile memory 1020 and
nonvolatile memory 1022. The basic input/output system (BIOS),
containing the basic routines to transfer information between
elements within the computer 1012, such as during start-up, is
stored in nonvolatile memory 1022. By way of illustration, and not
limitation, nonvolatile memory 1022 can include read only memory
(ROM), programmable ROM (PROM), electrically programmable ROM
(EPROM), electrically erasable ROM (EEPROM), or flash memory.
Volatile memory 1020 includes random access memory (RAM), which
acts as external cache memory. By way of illustration and not
limitation, RAM is available in many forms such as synchronous RAM
(SRAM), dynamic RAM (DRAM), synchronous DRAM (SDRAM), double data
rate SDRAM (DDR SDRAM), enhanced SDRAM (ESDRAM), Synchlink DRAM
(SLDRAM), and direct Rambus RAM (DRRAM).
[0058] Computer 1012 also includes removable/nonremovable,
volatile/nonvolatile computer storage media. FIG. 10 illustrates,
for example a disk storage 1024. Disk storage 1024 includes, but is
not limited to, devices like a magnetic disk drive, floppy disk
drive, tape drive, Jaz drive, Zip drive, LS-100 drive, flash memory
card, or memory stick. In addition, disk storage 1024 can include
storage media separately or in combination with other storage media
including, but not limited to, an optical disk drive such as a
compact disk ROM device (CD-ROM), CD recordable drive (CD-R Drive),
CD rewritable drive (CD-RW Drive) or a digital versatile disk ROM
drive (DVD-ROM). To facilitate connection of the disk storage
devices 1024 to the system bus 1018, a removable or non-removable
interface is typically used such as interface 1026.
[0059] It is to be appreciated that FIG. 10 describes software that
acts as an intermediary between users and the basic computer
resources described in suitable operating environment 1010. Such
software includes an operating system 1028. Operating system 1028,
which can be stored on disk storage 1024, acts to control and
allocate resources of the computer system 1012. System applications
1030 take advantage of the management of resources by operating
system 1028 through program modules 1032 and program data 1034
stored either in system memory 1016 or on disk storage 1024. It is
to be appreciated that the subject invention can be implemented
with various operating systems or combinations of operating
systems.
[0060] A user enters commands or information into the computer 1012
through input device(s) 1036. Input devices 1036 include, but are
not limited to, a pointing device such as a mouse, trackball,
stylus, touch pad, keyboard, microphone, joystick, game pad,
satellite dish, scanner, TV tuner card, digital camera, digital
video camera, web camera, and the like. These and other input
devices connect to the processing unit 1014 through the system bus
1018 via interface port(s) 1038. Interface port(s) 1038 include,
for example, a serial port, a parallel port, a game port, and a
universal serial bus (USB). Output device(s) 1040 use some of the
same type of ports as input device(s) 1036. Thus, for example, a
USB port may be used to provide input to computer 1012 and to
output information from computer 1012 to an output device 1040.
Output adapter 1042 is provided to illustrate that there are some
output devices 1040 like monitors, speakers, and printers among
other output devices 1040 that require special adapters. The output
adapters 1042 include, by way of illustration and not limitation,
video and sound cards that provide a means of connection between
the output device 1040 and the system bus 1018. It should be noted
that other devices and/or systems of devices provide both input and
output capabilities such as remote computer(s) 1044.
[0061] Computer 1012 can operate in a networked environment using
logical connections to one or more remote computers, such as remote
computer(s) 1044. The remote computer(s) 1044 can be a personal
computer, a server, a router, a network PC, a workstation, a
microprocessor based appliance, a peer device or other common
network node and the like, and typically includes many or all of
the elements described relative to computer 1012. For purposes of
brevity, only a memory storage device 1046 is illustrated with
remote computer(s) 1044. Remote computer(s) 1044 is logically
connected to computer 1012 through a network interface 1048 and
then physically connected via communication connection 1050.
Network interface 1048 encompasses communication networks such as
local-area networks (LAN) and wide-area networks (WAN). LAN
technologies include Fiber Distributed Data Interface (FDDI),
Copper Distributed Data Interface (CDDI), Ethernet/IEEE 1102.3,
Token Ring/IEEE 1102.5 and the like. WAN technologies include, but
are not limited to, point-to-point links, circuit switching
networks like Integrated Services Digital Networks (ISDN) and
variations thereon, packet switching networks, and Digital
Subscriber Lines (DSL).
[0062] Communication connection(s) 1050 refers to the
hardware/software employed to connect the network interface 1048 to
the bus 1018. While communication connection 1050 is shown for
illustrative clarity inside computer 1012, it can also be external
to computer 1012. The hardware/software necessary for connection to
the network interface 1048 includes, for exemplary purposes only,
internal and external technologies such as, modems including
regular telephone grade modems, cable modems and DSL modems, ISDN
adapters, and Ethernet cards.
[0063] What has been described above includes examples of the
subject system and/or method. It is, of course, not possible to
describe every conceivable combination of components or
methodologies for purposes of describing the subject system and/or
method, but one of ordinary skill in the art may recognize that
many further combinations and permutations of the subject system
and/or method are possible. Accordingly, the subject system and/or
method are intended to embrace all such alterations, modifications,
and variations that fall within the spirit and scope of the
appended claims. Furthermore, to the extent that the term
"includes" is used in either the detailed description or the
claims, such term is intended to be inclusive in a manner similar
to the term "comprising" as "comprising" is interpreted when
employed as a transitional word in a claim.
* * * * *